ITB China sets ‘new benchmark’

ORGANISERS of the ITB China travel-trade show in Shanghai say more than 15,000 attendees, 1,000 selected buyers and around 250 media representatives participated in the second event following the lifting of Covid restrictions early last year.

Messe Berlin’s vice president for China, David Axiotis, said the success of the May 27-29 show has a set a “new benchmark” and reflected the robust recovery of the travel industry in China with 27,500-plus business meetings faciliated by ITB China 2024. More than 600 exhibitors from more than 80 countries and regions participated in the three-day event.

“The success of ITB China 2024 underscores the resilience and potential of China’s travel industry,” Axiotis said. “Our show has set a new benchmark for industry events. It is propelling the Chinese travel market to new heights, fostering global partnerships, and driving industry growth. As we look ahead, we remain committed to supporting the travel community and facilitating opportunities for business expansion and innovation”.

More… China’s visa-free policy spurs recovery

Recent visa policy adjustments favouring inbound travel to China increased interest from international stakeholders to attend the show.

ITB China 2024 kicked off with the Beijing Night together with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group on the eve of the show, a culturally inspired networking event designed to promote inbound tourism specifically to the Beijing region.

The event also highlighted MICE and Corporate Travel, drawing attention from exhibitors and over 800 buyers. A special “speed-dating event” provided face-to-face meetings between 40 senior corporate buyers and exhibitors.

ITB China 2025 is scheduled for May 27-29. Exhibitors can secure their space by registering here… 

Main picture: Beijing municipal tourism representatives end a presentation on the eve of ITB China 2024 in Shanghai

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